How much cross over is there between MRA's 100.3 and the 100.3 FM out of Chicago? The demo for the Chicago station would be dead on for Christmas music if I remember right. So if there is cross over at the state line etc, there could be a spike.

On another note, MRA flipping WMCS or WZTI so early and so nonchalantly indicates how unsuccessful the station has been. In a smartly managed operation, flipping a brand new or even few year old station to Christmas or any other format while you're still trying to communicate your new brand to the public would be insane.

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